P&G Japan Is It a Global Brand? Does It Have the Potential?

In: Business and Management

Submitted By msun
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BUS109 Individual case---P&G Japan
Is it a global brand? Does it have the potential? Overall I think SK-II had the potential to be a global brand even though it had many thinks needed to work on. It is always hard to manage a multi-national company because countries are so different. However, fortunately SK-II was supported by a larger global company: P&G. SK-II did not have to hire outside international corporate experts since P&G had already developed an experienced and professional team to deal with issues concerning globalization. Beside human resources, P&G can also provided funding, dealing with financial issues. Also, SK-II is a good brand that was worth a try for international expansion. Innovation is the core of SK-II. Innovation was recognized by SK-II as the key factor to beat its strong competition in Japan. Japanese women spend more time and money on skin care and make up products. They usually expected special features and were willing to pay a premium price for it. While Japanese customers had distinctive needs, Japanese competitor actually understood the culture so that they became very innovative and very strong. It took some time for SK-II to realize the problem but when they did, they put a lot of effort and money into its R&D. SK-II came up with the great idea that they combined the habit of European and Japanese women’s facial washing habits to create a facial cleaning product that had all the features needed by both types of customers. As a result, customer’s facial washing habits were changed. SK-II’s success in Japan leads to another competitiveness for global market. The organizations were build in Japan by SK-II could provide as a base for other global market with financial, management and technology support. Its brand awareness also helped SK-II to be recognized and accepted by consumers sooner.
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